Latest News: Technology |  Celebrity |  Movies |  Apple |  Cars |  Business |  Sports |  TV Shows |  Geek


Filed under: News | Technology News


This is Why Some Companies Will Never Succeed With Content Marketing

Apr 11 2014, 6:58am CDT | by

2 Updates
This is Why Some Companies Will Never Succeed With Content Marketing
Photo Credit: Forbes

YouTube Videos Comments

Full Story

This is Why Some Companies Will Never Succeed With Content Marketing

Brand communication has undergone a fundamental shift in the last five years. We have officially left the age of propaganda (read: advertising), when brand messaging was carefully curated and funneled through one-way communication. Brands were able to conceal reality behind the façade of advertising, as real interactions with brands were isolated to private, one-on-one interactions.

Now, we have entered the age of transparency, brought on almost singlehandedly by social media. null When the brand message is inconsistent with the consumer experience, the disparity is quickly and publicly exposed.

Some brands choose to expend their energy trying to guard the doors and maintain control of the conversation. (Your PR firms and lawyers thank you for your patronage.) However, it is a losing battle; the control has already shifted.

Content Marketing Is the New Conversation

In this climate, content marketing is a powerful tool to create—not control—that conversation. Yet many brands approach this new medium with an old mentality. The shift from advertising to content is not simply a new fad; it is a fundamental transition in communication from telling to showing, from talking to being.

Successful content marketing is about the brand’s culture being reflected and reinforced in its actions. For some brands, this transition comes easy. They just have to be themselves and do the good things they always do.

Other brands, however, struggle to forge an authentic relationship with consumers. These brands view customers as a means to an end—a crowd to sell to instead of an audience to attract—and therefore will never succeed in content marketing.

3 Ways to Win with Content Marketing

There are many tactics that can be employed for successful content marketing campaigns, but at the foundation are three rules that will ensure success:

1.  Be Real. Consumers are savvier than ever; if you are trying to falsely project an image or spark a conversation, you will fail. Consumers demand honesty and look to offer their loyalty to  brands that truly reflect their own values. Be authentic in all content marketing, and you will attract a devoted, like-minded following.

2. Do Good. Act according to your company values, treat customers well and do good in the world, and you will have a rabid following extolling your virtues. If you are trying to dupe your consumers or following bad practices, it is only a matter of time before you are exposed.

3. Give First, then Ask. The media landscape is cluttered, and consumers have no time to waste on content that doesn’t educate, inspire, or entertain them. Consider what purpose your content can serve and how you can cater to your audience’s needs. Offering this content shows that you truly know and understand your audience—a first step to forming a symbiotic relationship.

When creating content, you are expressing the heart of your company and culture and giving something of value to your consumers. If you are genuinely interested in cultivating a relationship, you will always win. But if you are primarily concerned with how you can convince people to do what you want, you will lose every time.


You Might Also Like


Sponsored Update

Update: 2

7 Reasons You Need to Be Using Social Media As Your Customer Service Portal

Source: Forbes Real Time

When most marketers and business owners think about the advantages of social media for their business, they think about attracting new customers to the business. Smart business owners and marketers focus on relationship building, either through regular content marketing or by having conversations with customers who are already familiar with [. ...
Source: Forbes Real Time   Full article at: Forbes Real Time Aug 12 2014, 11:59am CDT


More From the Web

Shopping Deals


<a href="/latest_stories/all/all/31" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.




blog comments powered by Disqus

Latest stories

Adrianne Palicki Cast in &quot;Agents of S.H.I.E.L.D.&quot;
Adrianne Palicki Cast in "Agents of S.H.I.E.L.D."
Lucy Lawless also cast in role for the upcoming season.
Leo’s Fortune Game Review
Leo’s Fortune Game Review
The Leo’s Fortune game app is an exciting adventurous game which has become more famous because of its incredible graphics and story theme of the game. The game was launched earlier this year and several thousand users have already downloaded this game either on their mobile phones or their tablets.
iLands Game Review
iLands Game Review
The iLands is a creative game app released this year for Android mobile devices and tablets. Thousands of people have already downloaded this game in just a few months. The game is known to get the best of the creative abilities of the player. The game was first released for the Facebook users and later in a few months also got released for the Android devices. Further, the iLands game app is played with great zeal and zest on desktop through Facebook games.
QuizUp Game Review
QuizUp Game Review
QuizUp app has been proclaimed by some to be the world’s leading trivia game. This commendation is actually valid as it has been ranked to be the best trivia application on the online based store Google Play in 6 countries which include Canada and the United States. If you have an urge to get a little brain power challenge, this is the solution.

About the Geek Mind

The “geek mind” is concerned with more than just the latest iPhone rumors, or which company will win the gaming console wars. I4U is concerned with more than just the latest photo shoot or other celebrity gossip.

The “geek mind” is concerned with life, in all its different forms and facets. The geek mind wants to know about societal and financial issues, both abroad and at home. If a Fortune 500 decides to raise their minimum wage, or any high priority news, the geek mind wants to know. The geek mind wants to know the top teams in the National Football League, or who’s likely to win the NBA Finals this coming year. The geek mind wants to know who the hottest new models are, or whether the newest blockbuster movie is worth seeing. The geek mind wants to know. The geek mind wants—needs—knowledge.

Read more about The Geek Mind.